Employing Sustainable Marketing in Advertising to Improve Brand Performance

Achieving profit and gaining the largest market share is no longer the sole primary goal for brands. This objective has evolved to include achieving sustainable development across its dimensions (economic, social, environmental, and technological), in addition to achieving competitive differentiation over their competitors by adopting strategies and approaches that fulfill their objectives and generate profit in a responsible manner, while also considering ways to preserve society, protect the environment, support the economy, and promote technology.

As a result, brands now rely fundamentally on marketing to achieve their goals, as marketing activities are a powerful tool in influencing the audience, shaping their behavior, and guiding their decisions. It is the medium through which the brand can demonstrate its role in achieving sustainable development. The concept of marketing has evolved over the years from a tool to increase sales to one that is more focused on values and community. The audience is no longer seen as merely a consumer, but as a partner with values and emotions that must be taken into account.

This new direction in marketing is no longer purely commercial or materialistic; rather, it adopts a social perspective, taking into consideration the brand's long-term impact on society, the environment, the economy, and technology. From here, sustainable marketing emerged as a social activity that aims to engage with the audience, add value to the brand, and build long-term relationships. It has become the brand’s ethical charter, guiding its decisions to consider customer satisfaction, profit, and service to society, the environment, and the economy.

Thus, the survival and performance improvement of any brand, and the establishment of long-term relationships with the audience, cannot be fully achieved without realizing this triple relationship and the integration of marketing strategies to achieve competitive distinction and improve environmental, social, economic, and technological performance. This is accomplished by adopting sustainable marketing as a comprehensive model directed toward society to achieve social, economic, and environmental goals, while also persuading audiences of the importance of sustainable development and influencing their behavior, decisions, and purchasing orientations—ultimately enhancing brand performance and achieving its competitive advantage.